Think through whom you are trying to reach. Tailor what you do and how you do it to appeal to those communities.

I interviewed Kim Kardashian recently and had a conversation with her mother. A lot of people have various thoughts about Kim Kardashian, her mother and her sisters, but it is an incredibly well thought through concept and branding. Each of the daughters appeals to a different segment of the market.

F1 is exciting, its values are attractive and it could be an even better family sport.

If you run a country and want to put it on the global map you don't have so many choices. You can get the Olympics, the World Cup or a Formula One race. And the first two are only every four years - and you have them only once.

In the 19th century China dominated the manufacture of porcelain. Then European factories discovered a cheaper method of making pottery of equal quality, demolishing the Chinese industry the exact reverse of what is happening now. World economics have turned full circle.

The technology is already incredible and will improve massively in the next few years. Think about what you could do.

Technology will have moved on to an unimaginable level in ten years.